BrightLine launches data platform for OTT ad targeting | Ad Tech | News | Rapid TV News
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Advertising technology provider BrightLine is to launch a unified OTT data platform that for the first time will enable advertisers to target and measure across mobile, desktop and television.

BrightlineThe new DataCast was built specifically for connected TV to account for what the company says are some very core differences between web and mobile approaches that do not effectively port to TV.

The product is designed to enhance the targeting, delivery and measurement of ads across all connected TV devices in the home and is said to be able to allow media partners to bring highly-targeted campaigns to their advertisers, while providing heightened level of insights and reporting via an array of audience and attribution end points.

DataCast also offers BrightLine’s network partners an opportunity to make use of their own unique viewer data, enabling them, said the company, to maximise the full potential of OTT’s household addressability. It is said to let partners bridge an array of data sources ranging from audience data providers to footfall attribution vendors into the connected TV universe, linking the most commonly sought audience segments to TV screens so partners can target specific audiences, such as auto purchase intenders.

“Our advanced advertising solutions are yielding an incredible trove of household data that holds great value for advertisers,” explained BrightLine founder, chair and CEO Jacqueline Corbelli. “DataCast will enable brands to micro-target tailored messages to specific households based on their psychographic profiles. DataCast brings to the connected TV screen all the targeting and audience insights advertisers get in web and mobile. It provides for real attribution across screens.”

Added Linda Yaccarino, chairman of advertising and client partnerships at NBCUniversal: “One of our top goals is to provide marketers more ways to target their messages to the right audience at the right time on the right platforms. Initiatives like BrightLine’s DataCast supports that goal and is another tool for our industry push for a smarter future.”